She went on to say the 70% preferred to stream video over watching cable or commercial supported television, and that 90% watch YouTube videos. © 2020 Forbes Media LLC. Gen Z knows the Internet extremely well. Gen Z Hates Ads — And Has No Problem Looking In The Other Direction. Sixty-nine percent of Gen Z’ers find ads to be disruptive, and since they are frequently bouncing between a plethora of devices (smartphone, iPad, laptop, etc. ... You're Definitely A Gen-Zer If You've Seen Over 70 Of These TV Shows. Time is important to Gen Z, and every second counts. report. They want conversation, and see social media as a way to engage with others who share similar interests. The members of Gen Z have all but abandoned traditional television viewing, opting to watch shows, movies and other digital content on their phones, tablets and laptops. They would be more excited to meet their favorite YouTuber than they would be meeting a Hollywood celebrity. Instead of trying to reach a young consumer with a pre-roll ad, see what they’re actively saying on social. In fact, this Defy Media survey shows that for 13-24-year-olds, YouTube is a “must have,” meanwhile only 36% of those consumers pay for traditional TV. According to Visual Capitalist, “In 2011 the average 18 to 24-year-old millennial watched around 25 hours of traditional television per week. Influencers Resonate More Than Celebrities. You may opt-out by. In fact, they watch YouTube videos with the same ferocity that baby boomers watched “the tube.”, Which is great news for companies like Netflix, capitalizing on the fact that young people still want to watch great television shows and movies, they just want to watch them on their own time from their own devices. We see their journeys in the program, the situations that landed them there, and their daily lives as teens in Generation Z. I am a serial entrepreneur, marketer and bestselling author of A Paperboy’s Fable: The 11 Principles of Success. (Just don’t do what Pepsi did with Kendall Jenner and think the influencer alone can carry your advertisement.). Why? And sure, there are still some celebrities who can move the needle, but over the past five to ten years a new kind of celebrity has stepped into the spotlight: the influencer. hide. If you don’t engage, and rely on old advertising methods (like throwing money at ad campaigns, for example), then you are trying to take a shortcut that will end up costing you in the long run. They know when they’re being sold to, and they know when you’re trying to make a quick sale. Television is somewhat of a one-way street. It’s the brand’s job then to listen to these larger conversations and make them feel heard. Social Media Video Habits. A Gen-Z Spider-Man has to operate on a meta level because we’ve all seen this movie before, quite literally; Zendaya herself has already lived through three different Spider-Men and … Generation Z is here to stay, and their impact on modern society must be closely watched and analyzed to keep this growing and powerful demographic engaged. Even when Gen Z watches Netflix, they have their phones out. There’s no doubt that binge viewing is young consumers’ preferred way of watching TV shows: 56% of 13-37-year-olds tell YPulse they would rather binge watch an entire series at once than watch episodes weekly. We asked Gen Z and Millennials what an average night of fun looks like for them post-CO... 3 Charts That Show How Young Consumers Are Using Content to Cure Their Moods Now. 2. A VP at Hulu explains to Variety that they “look for those shows that are sort of the comfort food to blend in with [originals’] intensity.” They report that 35,000 viewers binge watched every episode of ER in the first two months it was on Hulu. It doesn’t matter if … Multi-million dollar battles between networks and streaming services have begun to break out to win coveted comfort TV shows, and be the home to their favorite binge-able content. Zoomers. In our 2016 Binge Effect research, we said, “Binge viewing is helping to give defunct shows new life with a new generation of fans. We know that close to half of Millennials stream TV shows or movies every day, but Gen Zers stream their TV and videos just as much as they watch TV live (or DVR) each day. Opinions expressed by Forbes Contributors are their own. Generation Z marks the last generation in U.S. history where a majority of the population is white. 47% of Generation Z watch sport, while entertainment comes second with 33%, followed by TV series and clips with 28%. In fact, this Defy Media survey shows that for 13-24-year-olds, YouTube is a “must have,” meanwhile only 36% of those consumers pay for traditional TV. Watch incredible Pokémon animated adventures starring Ash, Pickachu and all their friends. There’s no back and forth, no real dialogue, and in our now hyper-social world, this is somewhat confusing for Gen Z. They are constantly bouncing between different screens, and are known for poking around on Twitter to see who else is talking about a trending show, for example. I'm just kinda interested to see what Gen Zers mainly watch lmao, for me it's mainly anime. share. That’s not what they’re interested in. Celebrity video was least popular, attracting only 6%. So, here’s what you need to know, specifically if you are a brand looking to capture Gen Z’s attention via video: 1. When Gen Z watches a series, they watch it from beginning to end — without watching episodes from other shows in between, interestingly enough. According to a YPulse survey, 58% of Gen Zers and 59% of Millennials claimed to watch comedy video content weekly across such platforms as movies, TV shows, and series on streaming services. While streaming services are shelling out big money for original series, in the Binge Effect economy, buying already-established hits is equally important. 51% spend more than 1 hour per day streaming TV/videos while 52% spend more than 1 hour per day watching TV. The show, which ran from 1962 to 1978 and gave Brian Blessed one of his first TV roles, is liked by 66% of Boomers who have seen it, but just 29% of Gen Xers. Returning cast Jennifer Beals, Kate Moennig and Leisha Hailey will resume their original roles. Ms. Czeisler says that 50% of gen-Z kids have never had cable, have cut the cord, or intend to cut the cord. Search, watch, and cook every single Tasty recipe and video ever - all in one place! What they love more, though, is multimedia content they can access on their smartphones. In addition, 34% of Gen Z’ers actually want brands to reach out and engage with them on social media. 38.8k. The shows listed here are just the beginning, and Gen-Z will be voting with their eyes for years to come. Of the nine Gen-Z Netflix watchers interviewed for this article, all of them expressed an awareness regarding diversity on the Netflix Originals they watch, and had thoughts about the streaming platform's successes and failures in representation, even if they wouldn't disqualify a show for lacking what they perceive as adequate representation. The second most popular genre of video content for both generations was music and music videos. Don't miss movies, episodes, special animated features and more! ), they have become used to simply turning to a different screen while advertisements run on their television in the background. They hate conventional television, but are more in love with video content than ever. Search, watch, and cook every single Tasty recipe and video ever - all in one place! Many of those “real people” have built massive followings for themselves, and as a result earned the title of Influencer — which means they have an audience. Well, sort of. NBC’s Savannah Sellers reports. Long gone are the days where you could put Michael Jordan in an ad and solve all your advertising problems. When it comes to what Gen Z would like to see more of on social video, movie and TV … And this preference for binge viewing (which we’ve been reporting on for some time) has impacted the industry, bringing back old shows from the dead, extending the timeline of success for new series, and shifting the kind of content that media players are fighting over. As a viewer, you are at the mercy of whatever appears in front of you. All Rights Reserved, This is a BETA experience. 167. ... A place for members of Generation Z (born 1995-20**) to hang out and post any content related to our generation. I am a serial entrepreneur, marketer and bestselling author of A Paperboy’s Fable: The 11 Principles of Success. Do you have questions of your own on this topic? Keep in mind, they grew up thinking socializing on the Internet was as normal as socializing at school. Over half of Gen Z stream TV or movies each day. The book was dubbed the #1 best business book in 2016 by Success Magazine and named the best book for entrepreneurs in 2016 by Entrepreneur Magazine. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation with Forbes Insights. Interaction and engagement should be the primary strategy for reaching Gen Z. That’s where they are paying the most attention, and that’s where they will not only see your brand but actually feel like your brand cares about them. So keep that in mind the next time you start casting for your big brand campaign. If you respond to them on Twitter, for example, they are far, far more likely to see that interaction than to watch the ad you just paid to run in front of their YouTube video. “Gen-Z Media, a new youth-focused production company from the people who made last year’s out-of-left-field kids’ hit, The Unexplainable Disappearance of Mars Patel, is cooking up a suite of new scripted podcasts for children.” – The New York Times Generation Z, who are currently between the ages of 8 and 23, played a significant role in both of these records. Young viewers today have access to more content than ever before—and many are choosing to watch the shows that once “belonged” to older generations.” This trend has held true, and Gen Z is continuing to binge comfort TV shows that Millennials grew up on, bringing them new life and renewing the opportunity for products and content for off-air shows. Timothy Law Snyder, Ph.D. is the 16th President of Loyola Marymount University Stranger Things was the top show binged recently among all age groups: Interestingly, 13-24-year-olds were more likely than older Millennials to say they had most recently binged an older show, with The Office appearing in the top five for both 13-17-year-olds and 18-24-year-olds. I am also a contributor at Forbes, Entrepreneur, The Huffington Post and Success Magazine. Gen Z loves their screens, but the stereotype is they only like the ones they can control. Gen Z respondents are also more enthusiastic about taking control of their shows than are their Gen X counterparts. The groundbreaking drama series, The L Word®, revolutionized a generation and this fall the highly anticipated sequel The L Word®: Generation Q debuts. Long running cop drama Z-Cars is the show that most entertains Baby Boomers without making much of a dent in Generation X. Complacency is no longer an option, and Gen Z — the “Solidarity Generation” — own and strengthen that sentiment. Stranger Things is at the top of the list of the shows they’ve binge watched lately, and many young respondents told us they binge watched the series because of the new season. 2 comments. What’s even more shocking is that the television set commands little respect from gen-Z either. Watch Now In fact, 71% of Gen Z consumers have a Netflix subscription. save. Humor and pranks, video game playthroughs, reviews, reaction videos, compilations, and even influencers just hanging out and living everyday life are forms of entertainment that appear opposite of traditional TV. Created by Zachary Michaels. Nostalgic TV shows with Gen Z in the pandemic By nehagpatwardhan December 7, 2020 Mommy Ideas Leave a Comment on Nostalgic TV shows with Gen Z in the pandemic With the pandemic and the following lockdown cutting all sorts of outdoor entertainment for children, it was time to watch some nostalgic and popular TV shows. Young consumers are relying on media to get through this year—and turning to content to... 20 Things Gen Z & Millennials Definitely Plan to Buy for the Holidays. All that money you’re pouring into television ads is quickly becoming a waste. But of course, The Office and Friends are actually new shows for many in these groups, who might not have been alive when they originally aired. Times are changing. A web series following 5 diverse teens whose lives begin to intersect when they end up in a therapy/support group. There’s all this talk about the importance of social content for brands, but the truth is there is far more value in just listening. For some, the desire to keep up with the show and avoid spoilers was a major reason to watch all of the new season at once. They don't watch traditional television, with its rigid scheduling and, gasp, commercials, do they? A 24-year-old female told us: “I didn’t want any spoilers at work and I know everyone else was binge watching it too. YouTube usage among Gen Z far outweighs that of older users, especially among 16-19-year-olds. Generation Z is making waves, with their use of social media, technology and their own definition of success. With Zach Miller, Graciela Campos, Zachary Michaels, Justin Bernardez. What they want, and why they use technology is to share their interests, learn and engage. Gen Z … Millennials, ages 23-36, prefer to watch TV online and on streaming services. It’s no wonder that streaming service on a TV screen is their top preference for viewing TV content—beating live TV out by a significant margin, according to our entertainment survey. 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